Following up on their “Sounds of the City” campaign, rail company Thalys, with the help of French agency Rosapark, has launched a “Scents of the City” promotion to encourage more people to travel by rail.
The campaign created a pop-up that hung scented beads with smells originating from famed travel spots in places such as Paris, Amsterdam, Cologne, and Brussels. The theme worked from the premise that fragrance plays an important part in the memories of places we’ve been.
There were more than 700 tubes containing 16 different fragrances per city, like buttered tartines in a Parisian café, a pipe for the Magritte Museum and even “Latexxx”, Amsterdam’s infamous Sex Museum.
The scents were created with the help of perfume consultant Elisabeth Carre.
“Scents reminds us of places we’ve been,” Jean-Francois Sacco, co-founder and ECD of Rosapark told AdWeek. “The images used in news reports about Thalys cities in 2015, 2016, particularly Brussels and Paris, were hardly positive—terrorism, violence.”
Credits
Client: Thalys
Agency: Rosapark
Co-founders: Jean-Patrick Chiquiar, Jean-François Sacco, Gilles Fichteberg
Thalys Account Team: Delphine Drutel, Soraya Cottin, Camille Hemet
Executive Creative Director: Jean-François Sacco
Creative Directors: Mark Forgan and Jamie Standen
Art Directors: Mark Forgan and Blanche Depondt
Copywriter: Jamie Standen
TV Production: Adélaïde Samani
Film Production: Birth
Sound Studio: Schmooze
